Sandy, Bagas Arkanta Naufal and , Ir. Irmawati, S.E., M.Si (2022) Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Mediasi Produk Starbucks Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze and discuss the effect of green marketing and corporate social responsibility on consumer loyalty with consumer satisfaction as a mediating variable for Starbucks products in Surakarta City. The population in this study is the consumer community of Starbucks products in the city of Surakarta with a sample of 170 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study used Smart PLS version 3.0. The sampling technique in this study uses purposive sampling and data testing techniques used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f2), and hypothesis testing. The results of this study indicate that green marketing has a significant effect on consumer satisfaction, CSR has a significant effect on consumer satisfaction, consumer satisfaction has a significant effect on consumer loyalty, green marketing has a significant effect on consumer loyalty, CSR has a significant effect on consumer loyalty, consumer satisfaction plays a mediating role between green marketing on consumer loyalty, consumer satisfaction does not play a mediating role between CSR and consumer loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | green marketing, corporate social responsibility, customer satisfaction, and customer loyalty |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | BAGAS ARKANTA NAUFAL SANDY |
| Date Deposited: | 05 Aug 2022 01:22 |
| Last Modified: | 05 Aug 2022 01:22 |
| URI: | http://eprints.ums.ac.id/id/eprint/102489 |
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